Universal Analytics, a platform beloved (or at least tolerated) by marketers, died on Saturday (July 1) after 11 years.
Although the digital marketing industry had been warned that Google was preparing to turn off its life support, the news has still somehow come as a shock to many.
Heartbroken marketers across the world have been flooding Twitter to pay their respects, with some even holding their own funerals.
Google Analytics was born in November 2005 after Urchin was acquired by Google and became a free service.
Seven years later, the search engine welcomed Universal Analytics into the world — a service that would go on to revolutionise the digital marketing industry.
The platform went on to grow from strength to strength and quickly became the most used web analytics service on earth, thanks to its many key benefits such as offline conversions and flexible session and campaign timeout settings.
Sadly, in March 2022, Google broke the hearts of marketers in every corner of the globe when it announced that Universal Analytics would be departing our lives forever.
Universal Analytics will be remembered for its user-friendly interface, easily accessible, up-to-date, accurate data, as well as its glorious reporting.
UA leaves behind Google Analytics 4, a replacement tool that marketers just seem to absolutely adore.
Rest in peace, Universal Analytics. You were good to us.
Universal Analytics: 2012-2023.
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